Alkimiads is a leading marketing agency specializing in digital marketing. While their expertise extends to cover important aspects such as talent, paid media, and production services, their star platform is TikTok, where they shine as TikTok creative partners.
Leveraging state-of-the-art technology, the agency excels in connecting clients with top-tier talent for their campaigns. With a strong emphasis on data, Alkimiads conducts thorough market research, competitor analysis, and audience insights to craft campaigns that break through the clutter.
The rise of influencer marketing has ushered in a new era for agencies, offering an effective means to accomplish client marketing objectives. In tandem with this growth, there has been an escalating demand for data-centric influencer marketing campaigns. Agencies are turning to detailed audience insights to pinpoint the ideal influencer profiles that best serve their clients' needs.
In 2020, Alkimiads started working with Influencity with 3 specific goals:
- Streamline the influencer search process
- Use Influencity’s profile analysis feature for in-depth insights into influencers and their audiences
- Estimate the results these influencers could achieve to have an idea of the approximate ROI of each campaign
Manual influencer searches are time consuming. They involve researching trending hashtags within a certain niche and then performing hashtag or keyword searches within social media platforms. Although the right hashtags can yield valuable results, you often have to sort through many irrelevant profiles before finding them.
In general, to find 4-5 viable results teams would need to spend at least 45 minutes combing through social media profiles.
Vetting influencer profiles involves reviewing past content and taking note of the aesthetic, tone of voice, and previous sponsored posts. It’s also important to monitor comments for authenticity and review follower lists to get an idea of the type of audience they are impacting.
Manual influencer vetting can take 10-15 minutes per profile, which is resource intensive and often ineffective. The agency needed a way to quickly access key profile insights.
Lack of Forecasting
Without estimation tools, it’s difficult to predict the impact any given influencer will have on a campaign. As such, the agency needed a tool that could give aggregate data, providing a clear picture of the total KPIs, total audience impacted, and any overlap between profile audiences.
Alkimiads used the Influencity platform to find suitable influencers for 2 campaigns: the launch of Karol G’s new album “mañana será bonito” and a revival campaign for Playstation 5. For both campaigns, the agency was able to run searches according to specific audience criteria, vet profiles to identify high-performing creators, and estimate results.
The results of Alkimiad's efforts were impression – a combined total of 142.7 million impressions and 7.9 million interactions.
To reach these impressive numbers, the agency worked with a total of 30 influencers to carry out these campaigns. If they were to search for this number of influencers manually, with each search taking 45 minutes and yielding approximately 5 results, the entire search would have taken 4.5 hours.
However, with Influencity, the average 25-minute search can yield up to 15 results, meaning Alkimiads could find 30 influencers in just under an hour.
This means 55% times saved and a 200% increase in viable profiles.
Vetting these 30 profiles would also have been time consuming. At 10 minutes per profile, this process would have taken 5 hours with manual profile analysis. However, with Influencity’s profile analysis feature, the time it takes to revise an influencer’s KPIs is reduced by 50% thanks to visual-first dashboards.
These outputs are easily shared and include insights such as earned media value, engagement rate, influencer interests, profile evolution, audience interests and demographics, and more.
Note: The above snapshot is a fictional representation of a possible campaign
Finally, with manual campaign tools, estimating campaign results would have involved a lot of guesswork. However, Influencity offers various tools to give quick, visual-first estimations.
Lists for Audience Insights
Organizing potential profiles into lists gives a snapshot of the audience reached and the unique users that each profile would impact. By identifying profiles with relatively low follower overlap, the agency could increase the reach unique impressions of each post.
Campaign Estimations in Minutes
By using Influencity's Campaigns product, brands and agencies can assign tasks to influencers and indicate the price of each action. The result is an estimation that show the aggregate number of followers, interactions, and expenses, as well as a breakdown of performance and amount spent by social network.
Note: The above snapshot is a fictional representation of a possible campaignLearn more about Alkimiads and their campaigns here.